While numerous studies on the brand personality of hotels have measured the characteristics of hotel corporate brands based on Aaker's (1997) brand personality scale, little empirical research has been conducted on hotel personality at an individual property level, particularly reflecting the regional traits of hotels. In this study, we developed a valid hotel personality scale to overcome the limitations. The study supports self-congruity theory in the hotel context testing the new scale on travelers’ self-congruity and booking intention. Additionally, the study investigated whether confirmation bias moderates self-congruity and behavioral intention. The results demonstrated that hotel personality comprises four characteristics: authenticity, wildness, welcoming, and inspiring. These new dimensions significantly influence travelers’ cognitive processes concerning final booking intentions. This updated hotel personality scale will help hotel managers identify each hotel's personality and understand travelers’ cognitive interpretation of their hotel selection.
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